Top Tips to Perfect Your Sales Closing Skills


Marcy Blevins

Jun 10, 2024


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When you own a small business, closing skills are crucial if you want to keep growing. You've already done most of the sales process: generating leads, building relationships, and pitching your products or services. Now it's time to close the deal. Here are some tips to perfect your sales closing skills:

Understand Your Customer's Pain Points

Busy businessman stressed

Before you can use sales closing techniques, it is important to understand what problem your product or service solves. Customers are much more likely to buy if they feel like you understand their pain points and have a solution to address them. Begin by asking questions to understand their challenges and then tailor your pitch to show how your business can alleviate their pain. This approach demonstrates empathy and positions your offering as a necessary solution. For example, if you are selling software to streamline business operations, delve into the specific inefficiencies the customer faces and explain how your software can resolve these issues. By showing that you genuinely understand and care about their struggles, you build trust and make your product more appealing.

The Summary Close

One of the best sales closing techniques is the summary close. This type of close involves summarizing the main points of your pitch before you ask for the sale. This reinforces the benefits and value of your product or service and makes it easier for the customer to say yes. Be sure to recap the key benefits of your product and follow up with a clear and direct request for the sale. This technique will also help the customer to remember the most compelling reasons to choose your business as you ask them to commit. For instance, after a detailed presentation, you might say, "So, to summarize, our software will save you 20% on operational costs, improve your team’s efficiency by 30%, and offer 24/7 support. Shall we go ahead and set up your account today?" This method solidifies the benefits in the customer's mind, making them more likely to move forward.

Use the Puppy Dog Close

Start My Free Trial option

This technique allows the customer to try the product or service with minimal risk. If they like it, they are more likely to make a purchase. Offer a free trial or sample and create a sense of urgency by emphasizing limited-time offers. This approach can help potential customers overcome hesitations by giving them firsthand experience with your product, making them more confident buying. For instance, if you’re selling a new office chair, let the customer take one to their office for a week. They're more likely to purchase when they experience the comfort and ergonomic benefits firsthand. Reminding them that the trial offer is limited can nudge them toward a quicker decision.

Implement the Assumptive Close

The assumptive close believes that the customer is ready to buy. This technique involves making statements that assume the sale is already decided. Use positive language such as “When you start using this…” or “Once you have this…” and discuss the next steps in the process, such as delivery dates or payment options. This can help move the conversation towards finalizing the sale without putting undue pressure on the customer. For example, you could say, "Once you have this new system, you'll start seeing efficiency improvements immediately. Shall we schedule the installation for next week?" This language presumes the decision has already been made, subtly encouraging the customer to agree.

Create a Sense of Urgency

Creating urgency can prompt customers to act quickly. This can be achieved through limited-time offers, exclusive deals, or highlighting the immediate benefits of your product. Limited-time offers create a sense of scarcity and encourage customers to decide sooner rather than later. Additionally, emphasizing the immediate advantages of purchasing now can make the decision more compelling. For instance, "We have a special 10% discount that expires at the end of the month. By signing up today, you'll save money and start enjoying the benefits of our service right away." Urgency can be a powerful motivator, helping to overcome procrastination and prompting quicker decisions.

Utilize Sharp Angle Closes

When a customer asks for a concession, use the sharp angle close to agree, but only if they agree to close the sale immediately. For example, you might say, “If I can do that, will you be ready to sign today?” This approach creates a scenario where both parties feel they are getting what they want, making it easier to finalize the deal on the spot. If a customer asks for a discount, respond with, "If I can get you a 5% discount, can we close the deal today?" This technique leverages the customer's request to speed up the decision-making process, turning their ask into an opportunity to close the sale.

Prepare for Objections

Businessman saying no

Handling objections effectively is key to closing sales. Prepare for common objections and have clear, concise responses ready. Anticipate objections by listing them out and practicing your responses. Address concerns calmly and positively, demonstrating that you are attentive to the customer's needs and can provide satisfactory solutions. For instance, if a customer is concerned about the cost, you might respond, "I understand that budget is a concern. However, consider the long-term savings and increased productivity that our product will provide. Can we discuss a payment plan that fits your budget?" Being prepared for objections shows that you are professional and confident, which can help alleviate customer concerns more effectively.

Always Be Closing (ABC)

This classic sales mantra means you should always be moving the sale forward, regardless of where you are in the sales process. Keep the customer engaged and moving towards the sale by maintaining continuous engagement and frequently checking in to gauge their readiness. This proactive approach can help you close deals more efficiently. For example, throughout the sales process, you might say, "Let's discuss the next steps," or "Can we schedule a follow-up meeting to finalize the details?" By consistently moving the process forward, you maintain momentum and make it easier to close the deal when the time comes.

Leverage Social Proof

Client Testimonial

People are more likely to trust a product or service if they see others using and endorsing it. Share testimonials from satisfied customers and use case studies to show how your product has solved similar problems for others. Social proof can significantly enhance the credibility of your product and persuade hesitant customers to buy. For instance, "Here’s what one of our clients had to say about their experience," followed by a powerful testimonial, can be very persuasive. Showcasing endorsements and success stories can build trust and demonstrate that your product delivers tangible results.

Follow Up Promptly

Following up promptly can distinguish between a closed sale and a lost opportunity. Follow up promptly after your initial meeting or presentation, and be persistent but polite in your follow-up communications. This shows your commitment and can help keep the customer engaged until they are ready to buy. For example, after a meeting, send a thank-you email and reiterate key points discussed, along with a gentle nudge to move forward. Consistent follow-up shows that you value their business and are serious about meeting their needs.

Perfecting your sales closing techniques can significantly lead to increasing cash flow for a small business. By understanding your customer’s needs, creating a sense of urgency, and using proven closing techniques, you can close more deals and grow your business. To enhance your business’s online presence and reputation, explore our reputation management tools. Remember, closing a sale is not just about the final pitch. It’s about building relationships, understanding needs, and providing solutions that truly benefit your customers. Use these tips to refine your approach and watch your sales soar!

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